Display of video and other content in retail stores

ABSTRACT

A shelf for use in a conventional retail display gondola or perimeter wall shelving includes an upper support surface for merchandise and an enclosure below that surface in which electronic components including a thin client computer or a media player are housed. A video display monitor has a screen visible through an opening in a front face of the shelf. The enclosure is usually secured to deny access to the electronic component, but can be opened to provide access to the electronic components housed therein.

CROSS-REFERENCE TO RELATED APPLICATION

This application claims the benefit of priority from U.S. ProvisionalApplication Ser. No. 60/869,174 filed on Dec. 8, 2006.

FIELD OF THE INVENTION

The present invention relates to the display of video and other contentto customers in retail stores and to a shelf device for delivering thatcontent.

BACKGROUND OF THE INVENTION

Many proposals have been made in recent years to display video and otherdigital content of interest to customers in retail stores. Many of theseproposals involve the use of TV monitors mounted on the walls of thestore, hanging from overhead supports, or mounted in free standingkiosks.

Prior art proposals for video display in retail stores include productsthat are mounted on the extension of merchandising shelves. Theseproducts attach to the front edge of shelves or snap into the shelves'tag moldings. The products protrude into the shopping aisles whereshoppers may knock them off or damage them or where they interfere withvaluable merchandising space. The products transmit animated messages onsmall monitors that are usually no larger than three inches tall, twoinches deep, and five inches wide. The small size of the devices limitsthe technology that they can deliver. Small devices have little capacity(including room) to deliver the content that can be delivered withembodiments of the invention, which, at least in preferred forms, willbe able to deliver more robust content, using both video and audio.

The present invention provides an improved device for the display ofdigital content in retail stores, in particular a new shelf unit makingit possible to display video and other content in close physicalproximity to merchandise to maximize the impact of the informationdelivered.

SUMMARY OF THE INVENTION

Accordingly, the present invention provides a technology-integratedretail shelf for use in a retail store comprising: an upper surface forproviding support for merchandise; a lower surface spaced from the uppersurface; a front surface extending between the upper surface and thelower surface at their front edges; a rear surface extending between theupper surface and the lower surface at their rear edges; two sidesurfaces extending between the upper surface and the lower surface attheir side edges and between the front surface and the rear surface; theupper, lower, front, rear and side surfaces together defining anenclosure within which, in use, electronic equipment may be housed; atleast one of the surfaces being movable with respect to other of thesurfaces to provide access to the interior of the enclosure.

In another aspect, the invention provides a shelf comprising a shelfsurface for merchandise adapted to extend substantially horizontallywhen the shelf is in use; an enclosure associated with the shelf forhousing electronic equipment; and a front surface of the shelf extendingdownwardly from the shelf surface and providing a display face for theshelf.

Electronic components, such as a video display device, audio speakers, aprinter or a wireless transmitting device used to deliver content toshoppers in the vicinity of the shelf can be housed securely within theenclosure of the shelf.

Preferably, the front surface comprises a video display screen extendingsubstantially the entire width of the shelf unit. In another preferredform, the front surface includes a graphics channel comprising spacedapart upper and lower channels for receiving printed content. Thegraphics channel, in a preferred form of the invention, includes amonitor opening that will frame where the monitor is exposed toshoppers, a printer paper outlet and/or a mounting for a magnetic cardscanner. The scanner and paper outlet can be on either the right or leftside of the monitor opening. The monitor mounts below the sign channel,for example on a monitor pedestal. The monitor pedestal is inside theshelf enclosure and it raises the monitor to a position flush with themonitor opening and the graphics channel. The graphics channel may behinged down over or on top of the monitor.

The front of the technology-integrated retail shelf is advantageously inthe region of 8″ tall and the graphics channel includes tracks forholding print signage. The print signage can be apertured to fit aroundthe monitor opening, or can be solid to cover the opening, the paperoutlet and the card scanner.

Ideally a single row of the shelves will be positioned within amerchandise category. Each shelf in the row is advantageously hookedinto the shelving uprights at between about 36 and 42″ high.

Shelves embodying the invention can have a 1¼″ DGA-type price tagchannel a flush front 1¼″ price tag channel, or no price tag channelwhatsoever. The shelf is provided preferably in 36″, 42″ and 48″ widthsand depths from 18 to 36″ in one inch increments. The shelf's uppermerchandising surface is preferably either painted or covered withcarpet, melamine, or fabric laminate. The shelf's load capacity ispreferably between about 250 and 450 lb., preferably approximately 350lb. The shelf's overall height will preferably be not greater than 4.5inches. Powered electronic components (e.g., monitor, CPU, wirelessdevice, printer, sensor, power supply, and speakers) will be housedinside the enclosure of the shelf. A card scanner, if provided, residespartially within the shelf enclosure with its input device mountedexternally to the graphics channel. A scanner that will read bar codeson merchandise can also be provided mounted on the outer surface of theshelf.

The technology-integrated retail shelf includes at least one andpreferably two inlet/outlet openings, advantageously on opposed sides ofthe rear of the enclosure to provide for the connection of power anddata cables to the electronic components.

Retailers can update the networks data by running wires, for example CAT5 or CAT 6 Ethernet, into the shelf. Retailers can also wirelessly orremotely (via portable devices) update the networks' data. A backchannel monitors the systems (e.g., temperature of the displays). Anapplication service provider hosts content. Using preferred forms of theshelf, retailers can service the electronic components within theshelves without having to remove the shelves from the uprights, orhaving to disturb the merchandise that is on and near the shelves. Theexposed parts of the electronic components are durable enough towithstand exposure to shoppers and possible damage from shopping carts.The computer and/or media hardware components are protected from theftbecause they are housed within the enclosure provided by the shelf. Eachshelf preferably includes one or more locks to deter theft and tamperingwith the equipment. The shelves do not extend into the shopping aisleswhere they could interfere with shoppers and store personnel as theyclean and stock the shelves. Shoppers, especially children, can walkdown the shopping aisles without accidentally bumping into the shelves.

Retailers and brand marketers may use the shelf to broadcast targetedmessages that link to customers' interests, needs and spending habits.The shelf could also be used to deliver promotions, announcements,product information, retail spots and brand loyalty messages. The shelfcould also be used to facilitate television networks, which may not onlyentertain but also educate shoppers.

The technology-integrated retail shelf has the potential to reinventin-store shopping because it allows retailers and brand marketers toengage and influence shoppers at the point-of-sale when it is mostopportune. The shelf enables content to be displayed that providesshoppers with information about the merchandise on the shelf or contentthat relates to that merchandise. The shelf facilitates interactive(pull) or non-interactive (push) content, for example, in storenetworks, answering consumers' questions, recommending products topurchase, or broadcasting advertising to shoppers as they stand in frontof the merchandise. The shelf can increase sales of merchandise, makeshopping more enjoyable, and complement the retailers' store decors.

Some preferred forms of technology-integrated retail shelf embodying theinvention give consumers access to the retailers' in-store sellinginformation. Having the information about the merchandise accessible atthe shelf within 18″ of the merchandise is advantageous becauseinformation delivered at this location is most likely to influenceshoppers' decision making when they are standing in front of themerchandise in the shopping aisles. The technology-integrated retailshelf influences shoppers within arms' reach of the merchandise. Theshelf's point-of-sale content can not only influence the shoppers'decision making about the merchandise that is positioned on the shelfbut also influence decisions about what merchandise to buy off theshelves of the merchandise category. Expecting shoppers to use thispoint-of-sales information if it is provided from a freestanding kiosklocated at a distance from the merchandise is unrealistic. The presentinvention, at least in preferred forms, improves the bricks and mortarshopping experience by giving store shoppers many of the tools onlineshoppers now appreciate. The technology-integrated retail shelf providesin-store shoppers with many of the tools previously available only toon-line shoppers.

Preferred forms of the technology-integrated shelf that incorporatetouch screen video devices provide access in-store directories thatenable shoppers to drill down and locate merchandise by product category(e.g., Coffee), product name (e.g., French Roast), or brand name (e.g.,Starbucks®). Advantageously, the video display device may be connectedto a computer network and may provide shoppers with the shopping aislenumbers and any other information that will help them find themerchandise in the store.

Retailers may use preferred forms of the shelf that contain a computeror media device connected to a network of the store to assist in supplychain management (inventory management, logistics, and ordering). Also,retailers may promote products in order to increase sales and avoidhaving to take the merchandise out of inventory to be discounted. Inaddition, the operations of the retail stores can utilize the videodisplays to assist store personnel with planogramming by selectivelydisplaying on the video display of the shelf information identifying themerchandise and price tags to be placed at that particular shelflocation.

Consumer products have tripled in complexity in the last decade.Overabundance of merchandise in stores presents a challenge forretailers to “filter out the noise” for the shoppers. The averagegrocery store now has over 970,000 SKUs. However, the average Americanis loyal to only 650 SKUs, and the typical shopping cart contains only20 SKUs.

Retailers and brand marketers need to engage and educate shoppers whilethey are standing in the shopping aisles at the point of purchase usingversions of the technology-integrated retail shelf. Using an interfacesimilar to that for shopping on-line, shoppers can drill down to accessspecifications about merchandise such as dimensions, ingredients,batteries needed, accessories that may be available for the products,warranty information, or details about other products that the retailersmay sell only on their websites. The preferred forms of the shelf directshoppers to consider cross-sell and up-sell merchandise.

Shoppers can also use preferred versions of the shelf to look upreplacement part information, e.g., which oil filters or wiper bladesfit which cars, which ink refills fit which pens, which printercartridges fit which printers, which medicine helps which ailment, orwhich air filters fit which HVAC units.

With preferred version, shoppers may use the shelf to place orders onthe retailers' websites for merchandise that is temporarily out-of-stockin the store or available only on the retailers' websites. The shopperscan use the screen to place orders for merchandise and have it deliveredto their homes, or to drill down to see if out-of-stock products areavailable in the retailers' nearby stores.

Using preferred forms of the technology-integrated retail shelf,shoppers may select several items within a product category and compareand contrast the products features in an easy to comprehend formatdisplayed by the video display device, as is commonly possible today ononline shopping websites.

Retailers may develop content to display on the shelf's video displaythat educates shoppers about relevant topics, and shoppers may learnabout how merchandise on the shelves relates to these inquiries. Forexample, shoppers who inquire about diabetes can read about thecondition, including dietary considerations, before the programmingsuggests what merchandise to buy. Shoppers who inquire about termitescan learn about the insects before the networks suggest what merchandisein the store to buy that may alleviate the insects. Shoppers can use thenetworks to look up wedding or shower registries by the registrants'names.

In a preferred embodiment, the shelf includes a printing solution forshoppers. Consumers can print data from the networks, and retrieve theprintouts somewhere convenient within the store and preferably from theshelf itself. If shoppers are using the shelves in a store that sellsgroceries, for example, they may use the video screen to access recipes.Alternatively, content selected by customers can be transmittedwirelessly to the customers' hand-held devices, such as cell phones andPDAs.

At any time during the presentation, shoppers could print or downloadparticular recipes while standing in front of the shelf. The programmingmay link to manufacturers' coupons for ingredients that are needed toprepare the dishes. Shoppers may use these coupons to purchase theingredients that they need to prepare the recipes. The print-outs ordownloads could list the ingredients the shoppers need to purchase whilethey are in the store and detail the steps needed to prepare the dishesonce the shoppers get home. Shoppers could also watch videos ofprofessional cooks preparing dishes according to the recipes.

A preferred form of the shelves enables shoppers in a DIY store to use atouch screen to look up the tools and materials they need to completeprojects. At any time, the shoppers could print out or download theprojects, not only getting a print out of the steps needed to performthe projects when they get home but a list of tools and materials theyneed to purchase while shopping in the store. Manufacturers' couponsthat correlate to the tools and materials needed to complete theprojects could also be delivered, giving the shopper an incentive topurchase one brand over another for the tools or materials needed tocomplete the projects. Retailers may develop content in the guidedselling content from third parties such as Consumer Reports, GoodHousekeeping, The Food Network, WebMD, or Wine Spectator that giveproduct reviews and makes the shopping experience more rewarding.

Shoppers may use the video displays of the shelves to check prices ofmerchandise. The addition of an SKU reader underneath the front of theshelf or attached to tag molding on the shelf allows consumers to swipeproducts to check prices.

In a preferred form of the invention, the video screen of the shelf willtelevise advertising, which may appear when shoppers are not interactingwith the shelf. In addition, the screen may display, in addition to itsmain content, banner advertisements for different products or servicescontaining links which, when selected by the customer, lead to thedisplay of additional information about the product. Advertising will bepositioned directly in front of shoppers at the place and during thetime that shoppers are making purchases. When the shelves are idle aftera specified amount of time, retailers may output digital content to theshelves, using video and possibly audio. Retailers may rent advertisingspace on the networks to brand manufacturers that want to run their ads.Retailers may decide to rent space to brand marketers for 15-, 30- or60-second looping ads that will be positioned as closely as possible tothe advertisers' merchandise on the shelves. Alternatively, retailersmay decide to run their own in-store advertisements for the stores' mostprofitable merchandise. Conversely, brand marketers may purchase andgive the shelves to the retailers with agreements between the twocompanies in which the retailers guarantee that the shelves and thecontent broadcast will be used to promote the brand marketers'particular products and/or services. The technology-integrated retailshelf embodying the invention may air any combination of custom video,in-store television networks, animation, or text. Banner advertising isonly one type of advertising that may be featured. The screens could beentirely devoted to advertising content or have more subtle advertisingsuch as banner ads interspersed amongst non-advertising, seriouscontent. If a retailer used the screens to provide shoppers withinformation, such as medical or health information, the pages couldinclude more academic information along with some banner advertising allon the same page. The banner advertising may pay for the production andmaintenance of the more academic content.

The content that the retailers transmit on the shelves may be adjustedto satisfy shopping demographics, including local shopping patterns, theseasons of the year, days of week, or times of the day. The ads thatretailers run may be influenced by the demographics that they collect.For example, grocery retailers may run ads for a particular productcategory from 6 pm to 10 pm on the weekends during the fall if thatmerchandise historically generates more sales for that category duringthat time. During the rest of the week at that time, the retailers maybroadcast another series of ads that generate more interest.

The shelf may be implemented with “connected-” or“unconnected-displays.” “Connected” means that the displays run the sameads all the time. “Unconnected” means that the ads on the displaysautomatically change based on schedules.

The shelf may be used alone or in tandem with any quantity of similartechnology-integrated retail shelves embodying the invention. By addingshelves to the row, retailers may extend the display of digital contentfor the full length of the shopping aisle or merchandise category.Alternatively, technology-integrated retail shelves embodying theinvention may be paired with non-technology-integrated shelves, soretailers can mix and match the digital medium with less expensive printadvertising.

Preferably, the in-store digital content can be updated by RSS feeds,using pull, as opposed to push media transfer. Hardware that featuressolid state capabilities will interface with multiple display types.Store employees should not manage the digital display shown on theshelves: it is better to have remote updating of the displays' content.This allows the appropriate personnel to make one telephone call tochange the creative content across many or all stores in a chain.

BRIEF SUMMARY OF THE DRAWINGS

FIG. 1 is a perspective view showing a row of firsttechnology-integrated retail shelves embodying the present invention intheir closed condition.

FIG. 2 is a second perspective view of one of the shelves in FIG. 1 inits open condition.

FIG. 3 is a perspective view of a second technology-integrated retailshelf embodying the invention in its closed position.

FIG. 4A is a perspective view of the embodiment shown in FIG. 3 in itsfully accessible condition, without installed electronic components.

FIG. 4B is a perspective view of the embodiment shown in FIG. 3 in itsfully accessible condition, with installed electronic components.

FIG. 5 is a vertical section through the embodiment shown in FIG. 3 inits closed condition with installed electronic components.

FIG. 6 is a vertical section through the embodiment of FIG. 3 in itsfully accessible condition with installed electronic components.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

As seen in FIGS. 1 and 2, a first embodiment of the invention comprisesa hollow, load bearing shelf 11 mounted on and extending in acantilevered manner from vertical slotted uprights 13 of a conventionalretail shopping gondola or perimeter wall shelving. As shown, the rearof the shelf 11 is positioned against a wall 14 of the gondola orperimeter wall shelving.

The shelf 11 comprises an upper panel 15 which is horizontal when theshelf is mounted on the gondola or perimeter wall shelving and providesa supporting surface for products (not shown). Spaced below the upperpanel 15 is a lower panel 17 (FIG. 2) which is disposed in a planeessentially parallel to that of the upper panel 15. The panels 15 and 17are secured at their side edges to vertical side walls 19, 21 and attheir rear edges to a rear wall 23. The lower panel 17 extends from therear wall 23 about 8″ inches further than the upper panel 15. A face orfront panel 25 extends downwardly and forwardly from the front edge ofthe upper panel 15 to the front edge of the lower panel 17. Because ofthe difference in depth of the panels 15, 17, the face panel 25 isinclined at an angle of about 19.5° from the horizontal, 70.5° from thevertical. The face panel 25 provides a graphics channel for printsignage.

Together the panels 15, 17, with the side and rear walls 19, 21, 23 andthe face panel 25 define an enclosure 27. The lower panel 17, side andrear walls 19, 21, 23 and face panel 25 are secured together. The upperpanel 15 is removably mounted on the side and rear walls 19, 21, 23 andface panel 25 (FIG. 2).

As seen in FIG. 2, two reinforcing cross-bars 29 are provided within theenclosure 27 and extend between the side walls 21, 23, to which the endsof the cross-bars 29 are secured, for example, by welding.

The enclosure 27 is adapted to house electronic devices, such as a thinclient computer, or a media player 28, audio speakers (not shown), aprinter (not shown), a card reader (not shown) and a video monitor (notshown). An omitted portion 41 in the face panel 25 allows the screen ofthe video monitor to be seen by a person standing in front of the shelf11.

The enclosure is vented to allow dissipation of heat generated byoperation of the electronic devices, for example, by slots 40 providedin the lower panel 17.

The rear ends of the side walls 19, 21 include hooks 43 for mounting theshelf 11 to the uprights 13 of the gondola or perimeter wall shelving.

Openings 45 in the lower panel 17 are provided for the passage of powersupply cables 47 that connect to electronic power sockets (not shown) onthe rear wall of the gondola and allow electric power to be provided tothe electronic devices. The openings 45 also accommodate data cables forconnection to the electronic devices, as desired. The openings 45 alsoallow for electronic power and data connection between electroniccomponents housed in the respective enclosures of adjacent shelves.

The removable upper panel 15 can be locked in position by rotatablelatches 51 operated by keys (not shown) accessible from the underside ofthe lower panel 17. The latches 51 are fixedly mounted on the upper sideof the lower panel 17 and can be engaged with slots provided on theunderside of the upper panel 15.

A second embodiment of the invention is shown in FIGS. 3 through 6.Components used in this embodiment that are equivalent to componentsused in the first embodiment will be identified by the same referencenumerals.

As best seen in FIGS. 3 and 4A, the embodiment comprises an enclosureformed by an upper panel 15 which is adapted to support merchandise tobe sold, a lower panel 17, side walls 19, 21, a rear wall 23 and aninclined face panel 25. In this embodiment, however, the upper panel 15is permanently secured to the side walls 19, 21 and the rear wall 23.The lower panel 17 and face panel 25, together with second side walls61, 63, and second rear wall 64 form a drawer assembly which isslideably movable with respect to the upper panel 15 and side walls 19,21 on slides 65 mounted on the side walls 61, 63 which engage rollers(not shown) of two slides (not shown) secured to the interior of therespective side walls 19, 21. Drawer pulls 70 are mounted on theunderside of the lower panel 17 to facilitate opening and closing of thedrawer assembly.

When closed, the drawer assembly provides an enclosure for electroniccomponents of the shelf. Locks 71 are provided on either side of thedrawer assembly. Latches 73 of the locks 71 are adapted to engage withslots 75 in flanges 80 depending from the underside of the face panel 25and the side walls 61, 63 of the drawer assembly that are in registerwhen the face panel 25 is in its closed position.

In this embodiment, the interior of the enclosure can be accessed bysliding the drawer assembly away from the upper panel assembly withoutremoving merchandise from the upper panel 15. The shelf can be mountedto vertical slotted uprights of a conventional retail gondola, or of aperimeter wall shelving options, for example by hooks 43 the rear of theside walls 19, 21. The shelf is preferably placed between about 36inches and 46 inches above the floor in front of the shelf, andadvantageously with its upper surface about 42″ above that floor.

The vertical dimension of the shelf, that is the distance between thelower panel 17 and the upper panel 15, is preferably about 3¾″. Theshelf has a load bearing capacity of about 350 lbs.

As seen in FIG. 6, the face panel 25 is pivotally connected along itslower edge to the lower panel 17 near that panel's forward edge, so thatit can be moved between a closed position (FIGS. 3 and 5) in which itcovers the electronic components and an open position (FIGS. 4A and 4B)in which full access to the enclosure is provided.

Various electronic devices are mounted inside the enclosure. FIG. 4Bshows the locations of a thin client computer 31, audio speakers 33, aprinter 35, a magnetic card scanner 37 and a color video monitor 39.Suitable thin client computers are the HP Compaq t5530 and t5135 thinclient computers. Seehttp://h10010.www1.hp.com/wwpc/yus/en/sm/WFO6a/12454-12454-321959-338927-89307-3341342.htmlandhttp://h10010.www1.hp.com/wwpc/yus/en/sm/WFO5a/12454-12454-321959-338927-89307-3341951.html.An alternative embodiment includes a media player in place of the thinclient computer. Suitable media players include the Symon SDA series,see http://symon.com/products/targetvision/tv_sda.shtml, and the videosystem and players available from Data Display Systems, seehttp://www.datadisplaysystems.com/video/html.

As seen in FIG. 4B, the video monitor 39 is disposed close to the righthand side of the shelf with the card scanner 37 on the right of themonitor 39 and the printer 35 on the left of the monitor 39.Advantageously the monitor 39 is a touch screen monitor that allowscustomers to request and obtain information from the computer 31 byinterfacing with the display on the screen. The ability to interact withthe customer through the video screen is an important advantage comparedto prior art video display devices used in retail stores, because itallows the customer to obtain information about the product that thecustomer wants to know at the time a purchasing decision is being made.In addition, the information is made available in close physicalproximity to the product.

In addition, an SKU reader (not shown) can be provided enabling theconsumer to scan the bar code on a product or package and obtain priceinformation. If needed, one or more fans 34 can be installed in theenclosure to assist with cooling the interior thereof. The enclosureincludes mounting locations 40 for wiring and cable restraints, apedestal 42 for mounting the monitor 39 and a mounting 44 for theprinter 35.

The computer or media player 31 can function in a stand-alone mode usingdata and processing capability of its own, or can be connected, eitherby cable or by wireless, to a network with which it communicates in realtime.

Openings 45 in the rear wall 64 of the drawer assembly provide accessfor power and data cables for the electronic components via at least onepower outlet 66 within the enclosure. The power cables can be connectedto power strips on the gondola, for example the Madix® Electricslidetrack power strip.

As best seen in FIG. 6, the lower edge portion 78 of the face panel 25is stepped and includes a pair of opposed lips 79 providing a price tagchannel to accommodate price or other display inserts. The upper portionof the face panel includes opposed channels 81 providing a graphicschannel extending along the width of the shelf for accommodating graphicdisplay elements.

1. A retail shelf unit for delivering product-related content tocustomers comprising: a fixed upper shelf surface for displayingproducts; an enclosure below the upper shelf surface movable relative tothe upper shelf surface between a closed position and an open position;at least one video display device installed in the enclosure and havinga screen for displaying product-related content; the enclosurecomprising a lower surface, two side surfaces, a rear surface and afront face surface which in the closed position cooperates with theupper shelf surface to form a closed space preventing access to thevideo display device and which, in the open position, allows access tothe video display device; wherein the enclosure is mounted on two pairsof telescoping slides, one slide of each pair being secured to theenclosure and to a vertical sidewall extending from the upper shelfsurface; the front face surface extending when in the closed positiondownwardly and outwardly from the front of the upper shelf surface andbeing pivotally connected to the lower surface of the enclosure alongthe front of the lower surface; and an opening in the front face surfacethrough which the screen of the video display device can deliverproduct-related content to customers.
 2. A retail shelf unit accordingto claim 1 including at least one lock for securing the enclosure in theclosed position.
 3. A retail shelf unit according to claim 1 in whichthe display device has a touch screen allowing interaction betweencustomers and the device.
 4. A retail shelf unit according to claim 1including at least one electrical power outlet within the enclosure forpowering the electronic device and at least one electrical power inletexterior to the enclosure for connecting the power outlet to a source ofpower.
 5. A retail shelf unit according to claim 1 including at leastone electronic content outlet within the enclosure for supplying contentto the video display device.
 6. A retail shelf unit according to claim 1in which the video display device includes a receiver that receives datawirelessly from a remote location.
 7. A retail shelf unit according toclaim 1 including at least one electronic content inlet exterior to theenclosure for connecting the content inlet to a remote source ofcontent.
 8. A retail shelf unit according to claim 1 wherein the videodisplay device is a computer.
 9. A retail shelf unit according to claim1 including audio speakers housed within the enclosure.
 10. A retailshelf unit according to claim 1 in which the vertical separation betweenthe upper shelf surface and the lower surface of the enclosure isbetween about 3 and 6 inches.
 11. A retail shelf unit according to claim1 in which the vertical separation between the upper shelf surface andthe lower surface of the enclosure is about 4.5 inches.
 12. A retailshelf unit according to claim 1 including cooling holes in a surface ofthe enclosure.
 13. A retail shelf unit according to claim 1 includingtag molds on the front surface.
 14. A retail shelf unit according toclaim 1 including horizontal reinforcing structure in the enclosureextending between the side surfaces and disposed adjacent the undersideof the upper surface.
 15. A retail shelf unit according to claim 1including a magnetic card reader accessible from the exterior of theshelf.
 16. A retail shelf unit according to claim 1 including a printerhaving its outlet accessible from the exterior of the shelf.
 17. Aretail shelf unit according to claim 1 including mounts for positioningremovable graphic display on front face surface of the enclosure.
 18. Aretail shelf unit according to claim 1 in which the front face surfaceincludes spaced apart upper and lower channels to receive printedcontent.
 19. A retail shelf unit as claimed in claim 1 in which part ofthe front face surface comprises spaced apart channels for holdingprinted content.
 20. A method of promoting sales of merchandise in aretail store including providing a shelf unit as claimed in claim 1,providing a display device within the enclosure of the shelf, thedisplay device having a screen, positioning the screen to be visiblethrough the opening in the enclosure, displaying on the screen contentthat is relevant to customers in the store.
 21. A method of promotingsales in a retail store as claimed in claim 20 wherein the displaydevice includes a touch screen enabling customers to obtain informationabout merchandise via the touch screen.
 22. A method according to claim20 including connecting the display device to a computer network andobtaining information from a location remote from the shelf unit anddisplaying it on the screen.
 23. A method according to claim 20, andenabling the consumer to request delivery of retail coupons for themerchandise on the shelf.
 24. A method according to claim 20, includingenabling the customer to order merchandise to be delivered to thecustomer at an address remote from the store.